2025-01-06

Dell dumps its PC brands to be more like Apple

So long XPS, au revoir Inspiron, later, Latitude. Dell is officially giving its existing PC brands the boot at CES 2025 and moving to terms that normal people will actually understand: Dell, Dell Pro and Dell Pro Max. Seems self-explanatory, no? Dell systems are purely consumer plays, while the Dell Pro line focuses on business users. Dell Pro Max, naturally, are super-powered workstations meant for the most demanding users.

The rebranding makes a certain amount of sense. Why should consumers have to learn about the difference between Latitude and Inspiron laptops? But it's also disappointing news for fans of the company's XPS lineup, as that's now officially dead. Going with "Pro" and "Pro Max" terms also evokes Apple's hardware more than anything from the land of Dell, so [...]